Apple business success analysis

Résumé du document

In this world full of technology and computing, largely dominated by Microsoft, Apple arrived to gain market shares after years of representing 7% of the worldwide computer sales but also 72% of worldwide MP3 players sales.

Since 1976, Apple has diversified its products and imposed its brand as a symbol of innovation and quality.

The success of Apple is not only due to its innovation but in an important way to its marketing and communication strategy. The company was one of the first to think globally for its communication with a unique message "think different".

In the last 10 years, the Apple communication has changed in order to answer to the market and the demands. But its main message has always been the same, it strives to think different and manufactures unique products.

In 1984, Apple started selling computers with an already included operating system. This was a real revolution to include an operating system ready to use. In those days, computers were not affordable for everybody due to the cost of the operating system.
Apple was the first to do that. This was its huge advantage.

In order to introduce this product, Apple chose to use suspense to introduce its new computer with this ad "On January 24th, Apple Computer will introduce Macintosh and you'll see why 1984 won't be like 1984".

Extraits

[...] The Packaging: Apple make a serious work into the shape and texture. The rich black box, the silver sliver inch-wide side-shot photograph of the PowerBook itself on the box lid . And you open the gorgeous black box and lift the white cardboard inside flap, itself adorned with clean offset typeface declaring "Designed by Apple in California," and the customer is confronted with what is quite possible the most thoughtfully designed and pleasing packaging . All the different packaging produced by apple are created and designed in California because apple marketing department think that it is really important to make a good image of the brand toward the product of course, but also thanks to the packaging. [...]

[...] The console offers several customer service helping create customer loyalty towards the console: iMix, newsletter and sync between iPod and iTune Jukebox. However, there is no specific customer service for frequent buyers with high customer equity value on iTunes Music Store. Ease of Exit Exit barriers offer one strategy for increasing retention. The console's product characteristics make it difficult to switch to its competitors. However there is no program that rewards continued constomers based on historical usage. Conclusion In conclusion, Apple mainly relies on the console lock-out provisions for customer retention. [...]

[...] They were one of the first to think globally in their communication with a unique message think different Historical analysis : Since 10 years the Apple communication has changed in order to answer to the market and the demand. But their main message has always been the same. People need to think differently. Apple products are the unique answer. In 1984, Apple started by selling computers with an operating system already included. This was a real revolution to include an operating system ready to use. At this time computers were not affordable for everybody due to the cost of the operating system. [...]

[...] Even their own employees were convincing that something that will write the history is going to happen. With this huge suspense Apple wanted to build a huge speculation around what is going to happen and to ensure that this will work, they sign with all the press a contract of confidentiality. And of course, All rumors around this new Apple product were saying at this time. And this campaign was a real success. Apple sold in 6 months more than Machintosh. It was more what they expected at this time. [...]

[...] With this part, we have seen that Apple communication is really thinking to make more business day after day. Nevertheless, we can see that this brand wants to have a fame, renown with an innovative spirit and a certain elegance in their product. Apple Pricing Strategy Apple general pricing strategy can be interpreted by a Steve Job's comment: “Innovation is a bit costly but our customers look for innovative products. Our goal is not to offer the cheapest in the market but to offer the best quality. [...]